The power of influencer authenticity in setting expectations before product use

: an experimental study in the beauty sector

Abstract

This thesis investigates whether (and how) perceived influencer authenticity affects consumers’ ex-ante expectations in the beauty domain, focusing on the constructs of anticipated satisfaction and expected hedonic adaptation, and whether this influence may vary depending on the product type being endorsed by such influencers. A randomized 2x2 scenario-based survey (on a sample of 233 Italian people, ages 18 to 35 and using TikTok or Instagram, actively) manipulated influencer authenticity (high vs. low) and product type (short-term vs. long-term effect products). Analyses included reliability checks, independent-samples t-tests, two-way ANOVA, PCA, a PROCESS (Model 4) mediation test and a linear regression model. Findings show that higher perceived authenticity significantly increases anticipated satisfaction; authenticity also lowers expected hedonic adaptation; and product type does not moderate these effects (authenticity acts as a general heuristic across product categories). Results of the mediation analysis indicate a full indirect path from authenticity to willingness to pay through anticipated satisfaction, suggesting that authenticity translates to economic value as well. The study concludes that, overall, authenticity shapes both the intensity and perceived durability of expected satisfaction. Some psychographic heterogeneity among consumers emerged too. Managerially, brands and creators should treat authenticity as a non-negotiable criterion, use transparent and coherent storytelling and tailor campaigns and contents to audience psychology. Limitations (scenario design, self-reported measure, geographical selection of the sample) motivate further cross-cultural field studies.

Date of Award	22 Oct 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Niza Braga (Supervisor)